SERVICE DESIGN💡| WORKSHOP⚙️
Customer type WKS
Area: Real Estate
Details: Customer profile workshop
Company: Planet Smart City
Year: 2023
Planet Smart City is the global leader in smart affordable housing, that designs and builds cities and neighbourhoods in partnership with developers worldwide to revitalise existing communities through smart technologies.
CONTEXT & BUSINESS OBJECTIVES
Agile coach: Monica Carpanese Beggiato
Service Design: Emanuela Conte
Participants: Head of Product Design, Chief Research & Product Design Officer, Consultant Sales Manager
Planet offers three types of interventions: smart cities, smart districts, or smart homes. Each of these targets a different type of customer with specific needs that can be met through Planet's numerous smart solutions, ranging from structural interventions to community management.
The objective of the workshop is to clarify the individual needs of the main customer types, in order to create a tailored framework for the project presentations.
CHALLENGE
CUSTOMER
NEED ANALYSIS
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3 PROBLEM STATEMENTS
MODULAR FRAMEWORK
Initially, there was just an index.
The initial objective of the intervention was to create an index for project presentations. However, after creating it, we realized that it was necessary to focus on the target audience for the presentations.
THE PROCESS
ANALYSIS
In the past, Planet took a top-down approach by fitting its solutions into an architectural context (smart city, smart district, or smart home) and proposing them to customers. With around 200 smart options available, users often faced overwhelming information that didn't effectively solve their problems.
THE WORKSHOP
The workshop begins with identifying the characteristics of three customer types, analyzing the jobs-to-be-done, pain points, and gains. Subsequently, we identify the prioritized patterns emerging from the customer profile and create a problem statement for each client.
NEW FRAMEWORK
This provides us with a methodological guide to structure the presentations of intervention proposals for Planet's clients.
LESSON LEARNED
Same same, but different.
All Real Estate stakeholders share a common need: speed. What sets them apart is the why. Their objectives are diverse and range from political, business, or awareness-related issues.
Gimme something to show off!
Certain implementations necessitate a "show-off" factor, implying that the timeliness and impact of the solution must not only be practical but also captivating and effectively communicable to the external world.